Sewell on the go is planning to introduce an app-based loyalty scheme for its customers this summer, using a platform which has the ability to tailor deals to customer buying behaviour.
Last week, the Top 50 Indie started working with Lynked Loyalty on a package for its staff, and says if all goes to plan it could be rolled out to customers at its 12 forecourts in May.
Currently, the Hull-based BP dealer has 4,500 customers signed up to a loyalty card, but says that the app will be more agile allowing it to send out bespoke notifications.
“You can personalise offers to an individual based on what they previously bought and what they have lapsed on, and focus on that,” says managing director Patrick Sewell.
‘Sewell on the go rewards’ will cover the shop, fuel and valeting, and will focus on ‘get one free after a certain number of purchases’ type offers to encourage customers to return to the operator’s sites.
“We think rather than percentage discounts on say a coffee or car wash, it is more trackable from the point of view of the customer to offer say buy five car washes and get one free,” says Sewell.
“It’s a cleaner, easier message to communicate that you are giving away a £3.50 cup of coffee, than offering a 10% discount.”
Sewell also believes that customers are more likely to sign up to the programme with the ease of the QR code which will be displayed around his forecourts.
The app also has the advantage of integrating with other platforms so that customers can concurrently collect BP points on it. “This means that customers will be able to get a fuel discount that we fund and provide, and collect BP points on those fuel purchases at the same time,” says Sewell.
He plans to get customers on board with a marketing planner for the year, and to use “champions on site in a brand new uniform to promote the reward scheme”. Also, he will use point of sale on media screens, in seating areas, and on fuel pumps.
“It’s very easy to sign up on the app by scanning the QR code. The previous scheme was protracted and probably put people off,” says Sewell. “Also for us it is affordable. Before, when I’ve looked at app schemes they would have cost tens of thousands of pounds. This is much cheaper and will land with customers better than what we currently have.”
